Measuring What Matters

English: A business ideally is continually see...

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I read an interesting report from the Forrester folks this morning. It is about business-to-business marketing but I think it’s instructive to any of us who are in marketing. It’s called “Metrics That Matter For B2B Marketers” and you can read it here. I’m a big fan of the premise:

B2B marketers must do more than measure activities like click-through rates and event attendees; they need to show how their activity directly affects business results. This report shows marketers how to provide insight on the things that matter most to their executive peers and the board — growth in revenue, profit, and customers. While marketers need to capture a wide range of metrics, this report focuses on measuring marketing’s contribution to revenue as a function of customer acquisition and installed base growth.

When I was in TV and marketing (which probably should have been called business development) was a relatively new concept (as opposed to sales which was there from day one), I always felt that part of my role as “the marketing guy” was to demonstrate that marketing was part of the revenue-generating part of the team. The only way to do that was to quantify how what I was doing was driving sustainable business.

Fast forward a lot of years. All of us in marketing are deluged with data. The problem, as the report points out, is that many folks take the easy way out and measure the easy to find stuff while ignoring the pieces of information that may be more impactful to the business but harder to discern. As the report says:

Marketers need to measure a lot of things to understand what is working and what isn’t. Unfortunately, most get stuck measuring activity, not value: More than half (61%) of the marketers we surveyed admitted that most of their data work went into reporting on how they did, not showing how marketing drives better business results.

Measure what matters. Measure quality over quantity. Don’t “manage to metrics rather than performance.” OK?

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